This commercial - for scotch whiskey, believe it or not - gives my title's apostrophe two meanings.
"Johnnie Walker's calling"
First, it means the calling of Johnnie Walker. You - the Johnnie Walker here - reflect on the calling of your life. You look at the dangers and calculate which path is best. It's fear-based because you want to avoid probable ruin. But suddenly you make a switch and in the darkness, when nothing can be seen, you dismiss fear and choose the unknown. You flag down a car driven by who knows who and going who knows where, and what's the basis for your response?
"Would I be able to spend all time, eternity, in the safety of a place without promise of a thrill?"Immortality showed up in my last Johnnie Walker post, too. Why does he worry about "all time, eternity"?
- Extra credit: For the imaginative types out there, go to second :42. What's in the officer's mouth and what does it mean? Could it represent the loud voice of naysayers: "You can't do it! You won't succeed!"? I'm stuck on this.
"Johnnie Walker is calling"
Second, JW does the calling. Of course, now I'm referring to Johnnie Walker the whiskey, not the man. After all, this commercial is about whiskey. Most of us like progress, thrill and adventure, even if we sit in cubicles all day. Ad agency, Bartle, Bogle and Hegarty, knows this, and it associates thrill so closely with JW (the whiskey) that JW seems to be the one calling. Adventure, moving forward, thrill..., these become JW's alluring characteristics. BBH would never want you to experience boredom drinking JW.
OK, I've said enough. What do you think?